The copy

When creating content, we should always keep our users in mind. Our readers are professional people looking for information.

In creating all content we must ask ourselves:
• What would the user want or expect to find?
• Are there common requests for information we need to provide an answer to?

Overall, the tone and style of our content should be:
• Professional
• Positive
• Helpful and solution-oriented
• Promoting the values of our brand

Even though we are writing for professional people, we will be using a personal style. This will help our readers to feel more connected and engaged with our message.
• Use “you” and “we” to make a text more  personal.
• Make it sound as if it’s being addressed to an individual.

Add structure to your text in order to make it easier for the reader to scan and read through. Structural elements such as subtitles, bold text, but also white space will provide focus points for the reader when scanning your text.

Eyes can move quickly from one subtitle to the next and give the reader a quick overview of the content of the text. These elements will also give your text breathing room.

When a text looks massive (with long paragraphs), readers will be more likely to skip it. A wall of text will make them feel it is too much of an effort to read it all.

•  Add subtitles. Make your subtitles meaningful and let them tell a logical story.
•  Keep your paragraphs short.
• Use lists with bullet points and tables to make your content easy to scan.
• Avoid repeating the same words at the start of every bullet list item, paragraph, subtitle, etc.
• Use bold if you need to emphasize a point, but don’t use it too much.
• Use italics sparingly, e.g. to refer to proper names.

Less is more. Make texts shorter by eliminating unnecessary information and limiting the purely commercial marketing language to a minimum.

• Get to the point, focus on user needs and be brief.
• Write useful and clear copy.
• Use short and clear titles.
• Avoid filler text and marketing hype language.

Always write Agfa with a capital A and avoid using Agfa as part of a product name. Example: don’t write ‘Agfa Valory range’ but ‘Agfa’s Valory range’ or ‘the Valory range from Agfa’. Agfa should always be written in full in titles and the first time it is mentioned in a text.

The first time a solution is mentioned in a text, the product name should be preceded by the possessive form of Agfa and preferably followed by a short description. Example: ‘Agfa’s Valory range, a modular digital X-ray room’.